Brand report card
Kevin Lane Keller
Ten characteristics have been identified that the world's strongest brands share. These ten attributes form the basis for a brand report card, which provides a systematic way for managers to think about how to judge their performance. The brand report card is a useful tool for assessing areas that need improvement, recognising areas in which the brand is strong, as well as learning more about how a particular brand is configured.
Building a strong brand involves maximising all of the following ten attributes:
The brand excels at delivering the benefits customers truly desire.Have...